{ "media_type": "text", "post_content": "I need to know the truth... does it really take 10 freakin days to traffic our assets!? Like really!? For a banner ad, 10 days!?", "post_id": "5c34eabc96ce7d0013db3b52", "reply_count": 33, "vote_count": 14, "bowl_id": "58f85563753e990016609ca0", "bowl_name": "Media Wizards", "feed_type": "bowl" }

I need to know the truth... does it really take 10 freakin days to traffic our assets!? Like really!? For a banner ad, 10 days!?

likefunnyhelpful
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Two things to keep in mind— as the landscape has evolved to be more and more measurable/trackable, the trafficking process has grown to include (many) more parties than we had to account for in the old days. Factoring in their timelines & inevitable delays has contributed to media trafficking delays. The second thing is— if it were only one campaign and we had one trafficker, for sure it could be done quicker. We all know that’s never the case though. I’ve seen some teams work better with their creative partners than others, but it’s always such a bummer to me when I see bickering back/forth like the above. Can’t we all try harder to respect each other & try to see both sides of the coin? A campaign needs us both equally to be a success!

like

True @vp1. Both sides could probably benefit from a bit more mutual understanding. But I'm still keeping my timeline at 10 days! :-)

likefunny

We get this question all 👏🏼 the 👏🏼 time 👏🏼!! How would you feel if you were the last step in making sure a campaign went live on time, all eyes on you to execute perfectly, and you had 24 hours to do it? It’s not as simple as the push of a button (which I think is a common misconception). Everyone wants to squish that timeline because all the previous steps inevitably end up being pushed back. The project manager in me wants to say it’s poor planning & accountability, but I know from experience you can’t control everything and the creative process has ebbs and flows. We all need some wiggle room 🤷🏻‍♀️ I’ve only seen the explanation of the process be done perfectly once: Client asked why trafficking took so long (after adding more and more tracking/tags to the campaign) so we created a step-by-step deck for them, and once they understood they had our backs and respected our timeline more. Ended up sharing it with all parties involved, including the creative agency. I agree with VP1 that a shadow would be helpful! All in all... if you don’t understand the process, politely ask WHY and be willing to learn what that process is. Have respect for all parties and be honest with clients and each other.

likesmart

Seriously @MP1 how do I get this deck. You should publish this on AdExchanger or AdAge. Share that! Because this is one of the most intense threads on all of the bowls.

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Yes! We have to QA the asset. Then create multiple tags for ad serving plus brand safety plus viewability. And our ad ops team has multiple clients. Just tell your clients to approve concepts faster

likefunny

If you treat your media partners like partners and not vendors, they’ll usually be happy to pull strings and expedite trafficking. But like AMD1 said, Ad server trafficking, QA, partner trafficking and partner QA isn’t just a click of a button. Multiple parties involved, multiple systems. It takes time.

likesmarthelpful

Also if we expedite the timeline more than a few times, clients will think it’s the standard meanwhile we’re breaking our backs to save a day or two

like

Chill dude. Do you know how often we receive assets/tags late because creative agency took forever to build the “banner ad”?

likefunny

I can’t tell you how many planned flights across all channels have been pushed due to creative delays.

likesmart

You sound like a client

likefunny

Maybe if you could send the creative right the first time we could cut down on that time.....

likesmartfunny

For anyone still curious about this, I literally just spent hours updating flight dates. H o u r s. I hate people who think trafficking should be quick, especially at smaller shops.

like

If we could afford it lmao. I can dream.

I literally did a deck just for the creative team when I was at a full service agency to help explain why I needed my timeline. I still present it often because clients also ask us to go faster. If everything we receive is perfect(spoiler alert, it never is) it can take us anywhere from a day or two to do everything to 6 days. We build in buffer time for the back and forth that inevitably happens and 10 days has been about what we've landed on as the time it typically takes. Honestly, if they gave you guys the time you needed, our timeline probably could be shorter because it would less back and forth between our teams. But they don't, so we have to build in a buffer of a day or two to account for errors we discover.

like

And then there's ensuring all the necessary tracking is in place on client websites to ensure we can properly optimize & actually prove the creative is working & driving intent or sales rather than just saying "people clicked. Yay." 😋

like

You forgot the MTA tracking as well

like

Yeah because the above...QA plus building in time for verification - monitoring/blocking.

like

Yes, for reasons all above

like

I want a transfer to media tech

like

It should take 3 biz days MAX once assets are produced. It honestly does not take that long to traffick things into DCM, the QA process is what takes longer. If your partner/agency is taking longer, look elsewhere

like

Well it depends on how big your campaign is, how many placements, the complexity of your trafficking (targeting segments and creative messaging), etc. Small, simple campaigns, sure. One of the best pieces of advice I’ve ever received was UNDERPROMISE AND OVER-DELIVER! Would hate to tell the client we could complete in 3 days and then not actually be able to do it for unforeseen issues.

like

Very frustrating when we’re constantly asked to cut development time, yet media NEVER budges. Can’t we work something out? Please?

like

Can you push back on development timelines. I did a bit of work in branded content, and have seen how clients like to go into 2 and 3 extra rounds of feedback, but still have same launch date. We had to learn to tell them no, and after a couple delayed campaigns, they finally got it together. I think media and creative can be better about pushing back together. We don't like trafficking assets 24 hrs before launch any more than you like having to rush thru final touch ups one daybefore logs close. Life is too short!

likeuplifting

Yep

like

Love this thread. Everybody is right in their comments. For most experienced teams and depending on workload, 3 - 4 days is reasonable once the final, approved and to spec creative is sent over. Emphasis on final, approved and to spec creative. Also those timelines may take into account all of the other items that agency media teams are having to deal with outside of real media functions. Like getting beat up by the account team, creative and client at the same time. One constructive item worth bringing up is asking if the media or trafficking teams can setup shells in whatever ad server they are using. Helps to cut down on timelines.

like

If you use Prisma, it can get “interesting”. Duplications sure help to speed up processes but there are times that it is better to take time

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